Convincing the CEO of the role that PR and communication plays in establishing and maintaining a good corporate reputation is a challenge most Australian PR Directors and Managers will be familiar with.
That’s why I thought I would bring to your attention a new Corporate Reputation Management tool that I’ve just come across.
It’s not unique – there are other similar tools around to help PR and communications professionals who want to be able to quantify the importance of corporate reputation and the role that PR and communication plays in creating and maintaining this.
However, I thought it might provide some more ammunition for those internal public relations and communications professionals out there struggling with the perennial challenge of how to convince their superiors of the value of pursuing deliberate corporate reputation strategies and tactics.
The new tool is provided by consulting firm APCO Worldwide (which ironically is represented most places in the world apart from Australia!).
Unfortunately the bottom-line is that the tool is unlikely to be able to be of practical use of local internal Australian PR professionals. However, the model and methodology they use will be a useful starting point for anyone wanting to re-open the debate within their organisation. Or anyone just beginning to grapple with the challenge!
In introducing this new tool Bryan Dumont, president of APCO Insight, gives a good reminder as to why reputation management should be a key priority for Australian PR Directors and Managers, especially at our larger organisations.
“Marketers have long understood the value and importance of building the brand equity of products and services, but brand equity only drives outcomes among one stakeholder audience – consumers,” says Dumont.
“Reputation equity drives outcomes across all audiences, and as companies confront challenges that affect public confidence and trust and the ability to remain competitive in the marketplace, business leaders are looking for ways to influence not just consumer behavior but the expectations and perceptions of a variety of important stakeholder groups.”
APCO’s Return on Reputation Indicator analyses reputation across all key stakeholder groups, including consumers, community activists, policy-makers, investors and employees. The tool uncovers those drivers that are assets to a reputation as well as the opportunities that can improve a reputation most significantly.
If you happen to be in the retail sector, there’s even better news. That’s because APCO has produced a sample survey of the retail sector which shows which levers to pull to build a better corporate reputation. Even if you are not in retail it’s worth a read.
I stress that the APCO material is largely of theoretical interest to those of us ‘down-under’. It is also a very outcomes-based tool. But just reading their approach should get those of you interested in corporate reputation management enthused about having another crack at it. Especially as it’s the beginning of a new financial year.
If the APCO approach does whet your appetite you may also get some value from viewing a series of articles on reputation management I’ve written over the years at my sister website – PR Influences.
They not only explain processes and benefits from using PR and communication strategies to achieve strong corporate reputation; there are also some tips on how to sell corporate reputation to the CEO.
What these stress is that reputation management is a process, which like most other PR and communications activities requires a deliberate and sustained approach.
If you are new to the topic the article – ‘Reputation Management- an Overview’ is probably a good starting point.
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